Samit CELA, Stela CAZACU


The purpose of this study is to identify, in the context of the economic crisis, the Greek consumers’ attitudes and purchase intentions towards private label brands, particularly towards food private label products. It uses an adapted conceptual framework and tests several hypotheses. Measures were adopted from previous literature. Self-administered questionnaires were developed and distributed to approximately 120 respondents who are residents of Thessaloniki. Six of the seven hypotheses are supported empirically, out of which two are validated partially. Thus, perceived quality, perceived risk, perceived benefits (i.e., price and packaging), trust, perceived economic situation and income level influence purchase intention towards private label products. Based on the findings, several recommendations to the retailers and recommendations for further research are provided.


Attitudes; Consumer Behavior; Crisis; Food Private Label Products; Own Label; Purchase Intention


Akbay, C. and Jones, E. (2005). Food consumption behaviour of socioeconomic groups for private labels and national brands, Journal of Food Quality and Preference, vol. 16, no.7, pp. 621-631.

Baltas, G. and Argouslidis, P. (2007). Consumer characteristics and demand for store brands, International Journal of Retail & Distribution Management, vol. 35, no.5, pp. 328-341.

Batra, R. and Sinha, I. (2000). Conumer-level factors moderating the success of private label brands, Journal of Retailing, vol. 76, no.2, pp. 175-191.

Beldona, S. and Wysong, S. (2007). Putting the “brand” back into store brands: an exploratory examination of store brands and brand personality, Journal of Product & Brand Management, vol. 16, no.4, pp. 226-35.

Boutsouki, C., Zotos, Y. and Masouti, Z. (2008). Consumer behaviour towards own label: monitoring the Greek experience, Agricultural Economics Review, vol. 9, no.1, pp. 81-92.

Broadbridge, A. and Morgan, H.P. (2001). Retail-brand baby-products: what do consumers think?, Brand Management, vol. 8, no.3, pp. 196-210.

Chaniotakis, I.E., Lymperopoulos, C. and Soureli, M. (2009). A research model for consumers’ intention of buying private label frozen vegetables, Journal of Food Products Marketing, vol. 15, pp. 152-63.

Chaniotakis, I.E., Lymperopoulos, C. and Soureli, M. (2010). Consumers’ intentions of buying own label premium food products, Journal of Product and Brand Management, vol. 19, no.5, pp. 327-334.

Chen, K.C. (2008). A study of the relationship between UK consumers’ purchasing intention and store brand food products : take Nottingham city consumers for example. MSc. The University of Nottingham.

De Mooij, M. and Hofstede, G. (2002). Convergence and divergence in consumer behavior: implications for international retailing, Journal of Retailing, vol. 78, pp.61-69.

Dorota, R. (2013). Determinants of consumer purchasing behaviour, Journal of Management, vol. 17, no.1, pp. 333-345.

Ekathimerini (2013). Greeks turn to private label commodities, viewed 2 June 2016,>.

Glynn, M. and Chen, S. (2009). Consumer Factors Moderating Private Label Brand Success: Further Empirical Results, International Journal of Retail & Distribution Management, vol. 37, no. 11, pp. 896-914.

Grunert, K.G., Bredahl, L. and Brunso, K. (2004). Consumer perception of meat quality and implications for product development in the meat sector: a review, Meat Science, vol. 66, pp. 259-272.

Horvat, S. (2011). Influence of consumer and category characteristics on private label atittudes and purchase intention in emerging market: a conceptual model, International Journal of Management Cases, Special Issue: CIRCLE Conference, pp. 191-198.

Industry News (2013). Private label today, viewed 12 December 2015, .

Kalogianni, I., Kamenidou, I., Priporas, K. and Tziakas, V. (2002). Age, gender affects on consumer's awarness and source of awareness for food-related private label brands, Agricultural Economics Review, vol. 3, no.1, pp. 23-36.

Lamey, L., Deleersnyder, B., Dekimpe, M.G. and Steenkamp, J. (2007). How business cycles contribute to private-label success: evidence from the United States and Europe, Journal of Marketing, vol. 71, no.1, pp. 1-15.

Lietz, P. (2010). Research into questionnaire design: a summary of the literature, International Journal of Market Research, vol. 52, no.2, pp. 249-272.

Munusamy, J. and Wong, C.H. (2008). Relationship between marketing mix strategy and consumer motive: an empirical study in major Tesco stores, UNITAR E-Journal, vol. 4, no.2, pp. 41-56.

Nelson, M. and McLeod, L. (2005). Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others, International Journal of Consumer Studies, vol. 29, no.6, pp. 515-528.

Nguyen, T. & Gizaw, A. (2014). Factors that influence consumer purchasing decisions of private label food products: a case study of ICA basic, School of Business, Society and Engineering, viewed 12 December 2015,

Nielsen (2014). The state of private label around the world: where it’s growing, where it’s not, and what the future holds. November 2014’, The Nielsen Company, viewed 12 December 2015,

Sudhir, K. and Talukdar, D. (2004). Does store brand patronage improve store patronage?, Review of Industrial Organization, vol. 24, no.2, pp.143-160.

The Hofstede Centre (2014). What about Greece? viewed 2 December 2015, .

Tochanakarn, K. and Munkunagorn, P. (2011). Consumer behaviour towards private label brands: a study of Thai undergraduate students’ experience. MSc. viewed 2 December 2015, .

Walsh, G., Shiu, E. and Hassan, L.M. (2012). Investigating the drivers of consumer intention to buy manufacturer brands, Journal of Product & Brand Management, vol. 21, no.5, pp. 328-340.

Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.